The content reigns on 5 screens.
Dolby Laboratories gathered reporters in Milan on June 7, to discuss with the company's European managers on the latest technological innovations that have in the field of audio video entertainment at home and deal with the issue of "High Definition audio in the television broadcast of sporting events".
Ignacio Díaz-Valdés Alonso, Broadcast Systems Engineer at Dolby, and Philip Arletti, Country Manager Italy, tried to make the point about which technological developments are now available at the level of solutions and resources, as well as the perceived sound by the viewer changes according to different shooting techniques and why it is becoming such an important element to fully enjoy the entertainment experience.
The sound, in fact, is becoming an increasingly important element in terms of entertainment of the viewer at home, especially at sporting events. The trend today is to offer not only images that are very defined in HD, but the availability of high-quality audio technology is now warrantee of a realistic sound capable of setting the audience in the center of the scene. As a result, today we have a growing number of TV channels using or preparing to use the multi-channel technology in the transmission of this type of events with high emotional involvement for the audience.
Dolby has traditionally been a very strong brand, trusted by the market, historically sprang fom the cinema, then merged with the consumer industry and finally into the broadcast market.
In more recent times Dolby closed the squaring of the circle also entering in the fields of mobile media and online.
With 50 years on the market and proposing a drastic change in the latest 3-4 years, Dolby has witnessed and proposed strategic changes and made its entry into new areas. Today with the launch of Atmos technology the goal is to regain its dominant position in the cinema, an area from which it derives.
The new strategies are very market and customer oriented, readjusting the originals, according to elasticly adapting them according to territories and strategic areas, as well as adhering to the local regulations especially in the broadcast area.
Italy is at the center of the viewfinder in this planned growth.
"E-Media" is the area involving the new electronic media, with a large sector dealing with convergent entertainment on IP from the Internet and often based on traditional contents such as sports, usually enjoyed in the home.
Dolby believes that over three / four years experience we all will have a much more complete fruition on different screens, PCs, tablets, smartphones, etc..., and it is in this direction that the funds are shifting and eyes are pointed.
It also changes the typical roles of broadcasters and telco seen that the typical digital convergence often transforms broadcasters in telcos and viceversa.
In the Broadcasting area Dolby has been very active for 20 years in all major markets and with larger broadcasters, including Italy, often in tandem with regulatory bodies that specify the standards adopted for the audio at international level.
For example, in Italy two of the major players such as Sky and Mediaset offer a total experience in Dolby and there are also "some activities" going on with Public broadcaster RAI.
Dolby's expertise in this area is considerable, but the attitude is changing with the HD revolution which, of course, requires a high class sound proposition, and also a complementary delivery of all contents of all the various "second screens".
"Mediaset Premium" (the DVB-T offer available also on demand and on pcs and mobiles) and "Sky Go" (a lot of contents freely available on second screens for SKY subscribers, from the live channels and on demand) are good examples, and the sport is definitely a "King Content", with F1 leading the way, along with football and Moto GP as we'll describe in a next story available here very soon.....
